With far reach of internet in the country and around 106 million users on social media, the country has witnessed some of the very successful campaigns on social media. I think the three key criteria that make any social media campaign successful are: reach, impact and increased consumer engagement. Let us have a look at few campaigns that I think fulfilled these criteria in the Indian landscape.
1. TrulyMadly.com a match making portal ran the campaign #BreakingStereotypes where they encouraged the users to share their views to break stereotype thinking in India. We Indians have created such hardened stereotypes where we cannot imagine a baniya shelling out money or to that extent a person for north east not having flair for music. For the #BreakingStereotypes campaign, the portal ran a social experiment in Delhi, where it asked boys and girls to share how they’ve faced generalizations while growing up. As the people of the city opened up to share the stereotypes they faced, the campaign gained pace and controversial stereotypes faced by real people surfaced on social media. They also ran #BreakingStereotype contest on twitter and awarded the winners. This was a social media campaign that connected! This campaign aims to break the mind-set that we have created, to respect individual views and create a free society.
2. PondsIndia #PondsSelfieReadyCampaign to promote its summer face care cream – Ponds BB+ Cream. Selfie is a rage everywhere, even PM Narendra Modi is a selfie promoter. The six week campaign ran till the start of monsoons, after which the 30 best selfie pictures uploaded were featured on billboards across 6 cities of India. Also, 100 participants whose selfies were selected received Ponds BB Selfie Ready hampers. The campaign is accompanied by ‘The Selfie Song’ in addition to being supported with a microsite and social media buzz. The microsite powered by Facebook and Twitter logins, features the Selfie Wall of Fame with the uploaded selfies. One can also download the selfie song as a ringtone. Ponds always known for its self-confidence inducing campaigns, kept the theme alive here too and the campaign was a huge success in India.
3. The MARD- Men Against Rape and Discrimination campaign by Farhan Akhtar. Farhan Akhtar has been urging his twitter and Facebook followers to adopt the message and become its ambassadors. He tweeted saying “It can only spread as a pyramid effect through you”. A joint campaign (www.hwgo.com/reach)#ReachtheSKY between Google and MARD was launched as part of Google’s initiative to get women online (HWGO). It encourages more women to learn and use the Internet and improve their lives. The campaign was launched with a musical work ‘Chhulein Aasmaan…’ (Reach The Sky), composed by Salim-Sulaiman and performed live with Akhtar and Shraddha Pandit (Akhtar’s co-Lyricist). This video was aired on YouTube and was spread through social networking sites like Facebook and Twitter. Google with its aim to increase internet usage amongst women in India has created a partnership with MARD to spread the message. It’s a heart touching and inspiring song and users can pledge their support through #ReachForTheSky across social media platforms.